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Affluent Consumers in Russia

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Affluent Consumers in Russia TWO IN ONE: AFFLUENTS AS ACTIVE CONSUMERS AND INSPIRED TRENDSETTERS © 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos. 1 Data sources Premier RusIndex Premier: upper middle class survey. Analyzing brands, RusIndex is a quarterly all-Russia survey of goods and services, oriented to high income consumers. goods and services consumption and media audience. • Russian cities 1 mln+ • Russia’s cities with 100,000 + • Sample - 2 500 respondents per year population. • 18-65 years old, income: Moscow - over 70 thousand rub. p/month; St Petersburg – over 60 thousand rub. p/month; • Sample ~25 000 respondents per year other cities – over 50 thousand rub. p/month • High socio-economic status (based on SEL) Read more • Read more 2 How we define affluents In the Premier survey • High level of income (enough money for buying large appliance and up) • Higher education • Owns certain property (car, country house, etc.) • Enough money for active living and extra services (visiting restaurants every week, flights, travelling abroad, active leisure in city of living – theatres,, galleries, concerts) 3 Affluents’ portrait in Russia Average residents of cities Audience of the Premier survey 1 million +, 18-65 95% Work 73% 76% Main income receiver 56% 99 624 rub. Average personal income 38 637 rub. 17% Individual entrepreneur 7% 35% Mid level manager 12% 16% Top manager 4% Premier’ 2018 RusIndex’ 2018 4 Affluents’ contribution to economy significant purchasing power Have a car in a household 96% 37% Have dishwasher 54% 19% Have bank deposits 73% 18% Premier 2018 Have insurance policies 46% RusIndex 2018 11% Drink premium spirits (rum, whiskey, 59% tekila, gin) 9% Buy clothes of luxury brands 47% Source: Ipsos. RusIndex: Russians aged 18-65, cities 1 mln+ 5 5 Why are they important to us? NOVATORS «I buy new goods and products earlier than most of my familiars» Premier 33% RusIndex* 9% OPINION LEADERS Communicative group Word of Mouth: Opinion leadres All* 17% High income** 21% *RusIndex: Russians 18-65, cities 1 mln+ ** RusIndex. High income = top 10% of population on persona income 6 Key trends Mixing brands and price segments Expect from brands to be responsible in environmental and ethical issues Prefer to spend money on experiences over things 7 Mixing brands and price segments 8 • Not-demonstrative luxury • Personality is more valuable than things 9 Not crazy about luxury cars 68% One car in a household TOP-4 car brands … 28% 1. Toyota Two ore more cars in a household 2. Nissan 3. Ford 4. Volkswagen Source: Premier’2018 10 Choose alternative ways of transportation – taxi, carsharing, etc. «I have sold my car thousand years ago Scooters, and drive around the segways, city by taxi, subway gyroscooters, or car sharing. I go to bicycles for work on Yandex.Taxi rental, as a way business class. It is to get to the much cheaper than auto ownership». subway station or to move around the city 11 11 Make everyday purchases in mass market retail chains Pyaterochka Premier 2018 Premier 2017 Auchan Perekryostok Vkusvill Azbuka Vkusa Globus Gurme Source: Premier 2017, 2018. Moscow 12 Mixing brands and price segments Denial of demonstrative behavior and even condemnation of demonstrativeness: • The value of quality, naturalness and functionality of things comes to the fore • Moving towards “affordable luxury” and “budget premium” • In the center of attention – a person, not what he/she consumes 13 Expect from brands to be responsible in environmental and ethical issues 14 The most important environmental issues Global Russia 48% 34% 46% Dealing with waste 41% 35% 38% Air pollution 39% 25% 37% Water pollution Russia. 22% Households: Poor quality drinking water 13% 26% High income Over-packaging of consumer 13% Middle income 15% 11% goods Low income Source: Ipsos. How does the world perceive our changing environment? Base: 19,519 online adults aged 16-74. 27 countries. Feb 22 – March 8 2019 15 Non-Recyclable Product Waste Global Russia Companies that produce 37% 20% 34% packaged goods 14% 14% 15% Government Russia. Companies that sell packaged 8% Households: 9% 8% goods High income 2% Middle income Consumers 9% 2% Low income 34% 39% 35% All of the above equally Source: Ipsos. How does the world perceive our changing environment? Base: 19,519 online adults aged 16-74. 27 countries. Feb 22 – March 8 2019 Q: Who if anybody do you believe should take most responsibility for finding a way to reduce the amount of unnecessary packaging which is sold? 16 Non-Recyclable Product Waste What kind of policy action should be taken? Global Russia Forcing government spending to improve the range of 67% 46% 66% recyclable items The government "naming and shaming" shops that 28% 26% 27% use a lot of these products 23% 33% 20% Taxing shops that use these products Russia. Households: 21% High income 27% 17% Public information campaigning Middle income Low income 11% 24% 9% Fining households that do not recycle enough Source: Ipsos. How does the world perceive our changing environment? Base: 19,519 online adults aged 16-74. 27 countries. Feb 22 – March 8 2019 17 Non-Recyclable Product Waste What personal actions are citizens taking? Global Russia 52% Re-using disposable items 56% 51% 44% Buy products made from recycled materials 51% 40% 33% Stop buying goods that have non-recyclable 38% 31% packaging Russia. Households: 8% High income 20% 7% Stop going to shops that use a lot of non- recyclable packaging Middle income Low income Source: Ipsos. How does the world perceive our changing environment? Base: 19,519 online adults aged 16-74. 27 countries. Feb 22 – March 8 2019 18 Expect from brands to be responsible in environmental and ethical issues Ready to change themselves, but are waiting for proactivity in socially active behavior: • primarily from manufacturers of goods and from services providers, • secondly – from retailers • and only in last place is the responsibility of the consumers themselves. 19 Prefer to spend money on experiences over things 20 Prefer to spend money on experiences over things 71% Travelled outbound of Russia and CIS 14% 35% Premier’18 Visited city amusement parks 25% RusIndex’18 Visited museum, gallery or exhibition 17% center 6% 52% Visited cinema 17% 26% Visited excursions 11% 29% Visited musical concert 10% 28% Watched sports competition 11% 21 Work-family balance «I spend a lot of time to arrange my family life» 51,0 44,6 Premier 2015 Premier 2018 22 Prefer to spend money on experiences over things What does the affluent consumer look for today? • Comfort, service, style, design, convenience • Humor, emotions, stories, legends, True Stories, the idea of freedom • Communicating with family and friends, including offline • Connecting goods with positive emotions and impressions, interactivity and extension of the experience after purchase 23 Media consumption The Internet is the main media channel for the upper segment of the middle class. 97% of the Premier audience use Internet @ daily TOP most visited sites Vkontakte.ru / Vk.com Hours spent Youtube.com per day online Facebook Instagram 9 Active communicators Social media Blogs, micro blogs (LJ, Twitter, etc.) Web messangers (ICQ, Skype, Viber, etc.) Forums Source: Premier’ 2018 24 Comprehensive analysis of the target audience Features Premier. Targeted marketing Family, work, Media preferences, social environment Attitude to ads Personality, motivation Consumer Lifestyle, behavior leisure activities Financial behavior 25 Search for effective communication channels Solvable tasks INTERNET TELEVISION RADIO PRESS ADDITIONAL COMMUNICATION CHANNELS OUTDOOR INDOOR TRANSPORT (train stations, airports, etc.) (cinema, leisure places) (subway, urban ground transportation) 26 New data of the Premier’2019 survey 27 Questions? Tatyana Gerasimenko Mila Novichenkova Associate Client Service Director Head of Marketing and Communications [email protected] [email protected] (495) 981 5646 доб. 2647 (495) 981 5646 28.
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